Editorial Board   

Mr. Villaverde

Alan Villaverde

Vice President & General Manager, Peabody Orlando

Alan Villaverde is Vice President and General Manager of the Peabody Orlando, and Vice President of Operations for the Peabody Hotel Group. He joined The Peabody Orlando in 1993 as vice president/general manager, bringing with him more than 23 years of hotel/hospitality management expertise. He came from a similar position with the Stouffer Orlando Resort. In addition to his responsibilities for The Peabody Orlando, Villaverde also is vice president of operations for The Peabody Little Rock and The Peabody Memphis. Villaverde was honored as Maryland Hotelier of the Year, 1991; was named Peabody Hotel Group's Top General Manager, 1995 and 1998; Central Florida Hotelier of the Year, 1997; State of Florida GM of the Year, 1997, American Hotel & Motel Association's Outstanding GM of the Year, 1999. In February, 2000, he was named among Central Florida's 100 Most Influential People by The Orlando Business Journal.

Mr. Villaverde can be contacted at 407-345-4543 or avillaverde@peabodyorlando.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.